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Is your media more effective than the cost increase?

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Published on

NRF NXT 2019
July 23, 2019
Vic Drabicky, Founder and CEO, January Digital

Published in: Retail
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Is your media more effective than the cost increase?

  1. 1. Vic Drabicky, Founder and CEO January Digital July 23, 2019 SESSION: Is your media more effective than the cost increase?
  2. 2. 2
  3. 3. 3 Facebook CPM is +47% and Google CPC is +14% YoY. FB Source: Kenshoo trends Report, 07/19 Google Source: Sidecar 2019 Benchmark Report, 2019
  4. 4. 4 Source: eMarketer Feb 2019
  5. 5. 5 Shit. Damn. Sigh. Let’s do this.
  6. 6. 6 Four ways you can counteract the cost increases.
  7. 7. 7 1. It all begins with planning.
  8. 8. 8 Plan for cost increases.
  9. 9. 9 If your spend is +30% and your ROI is +20%, you likely have an issue.
  10. 10. 10 Remember! Each dollar you spend is fractionally less effective.
  11. 11. 11 2. Accept that data is an asset.
  12. 12. 12 What’s the value of one customer’s data?
  13. 13. 13 Focus on the three Cs: Collection, Combination, Conversation
  14. 14. 14 3. Diversification is a requirement.
  15. 15. 15 Build a foundation, not a pillar.
  16. 16. 16 Revenue stack typically resembles: Email, Paid Search, Affiliate, Natural Search, Paid Social, Display, Other
  17. 17. 17 4. Adopt the 10% mentality.
  18. 18. 18 Pinterest, Snap, Smart Shopping, Placement Optimizer, Lead Gen, DPAs, TikTok…
  19. 19. 19 Four keys to combating high costs: 1. Planning 2. Data is an asset 3. Diversify 4. 10% mentality
  20. 20. 20 *BONUS* Aim for an 85% success rate.

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